Визначення регіональної конкурентної ідентичності як основа територіального брендингу

Abstract

The methodical approach to the definition and evaluation of regional competitive identity is motivated in the paper. This factor is considered as a logical element and the ideological basis of territorial branding at the same time. Author's method is refined and improved version of the of S.Anholt’s concept, which was adapted to the realities of the forming the territorial branding in relation to rural localities of Ukraine. The general algorithm for constructing territorial branding and the place of determining the region's competitive identity in this process are motivated. An assessment of competitive identity is carried out on the example of individual rural localities. The peculiarity of the author's technique is the possibility of more objective determination of the potential, sources, factors and effectiveness of territorial branding, as well as restrictions that should be taken into account by the branding management. The most problem locations of brand management are determined in relation to every separate territory, namely: absence of the proper politics(first of all from the side of local-authority), ideology of business and mentality of population.